Module Description:
The hospitality product is complex and includes a high service component. A competent hospitality manager will need to develop a holistic view of how the organisation can create value for the customer using both tangible and intangible facets of the organisation. Competition between hospitality organisations both nationally and internationally will be based on the integration of all elements of the management process in a way, which offers to the hospitality customer an experience which satisfies and even exceeds expectations. This module will examine the parameters of operations, within hospitality context, which have to be managed in order to position the hospitality organisation. It will examine in depth some of the more challenging management issues.
Learning Outcomes
On completion of this module, the student will be able to:
Critically evaluate the management issues, which are crucial to deliver added values to the customers of hospitality organisations.
Indicative content:
This module will focus on the following issues relating to delivering added value:
Added value and the value chain
Reverse Marketing
Internal marketing
Managing customer expectations, perceptions and satisfaction using a range of management tools
Critical encounters and managing processes
Defining quality in processes
Helping the customer to create added value
The impact of other customers on the customer and segmentation strategies
The effects of relationship management on customer satisfaction and the implications for the way the organisation is managed.
TEACHING AND LEARNING STRATEGY
Students will be encouraged to demonstrate their ability to meet the challenges of managing hospitality organisations with problem based learning in seminars. They will be encouraged to analyse cases and provide their own solutions based on their experience and reading. Students will develop their communication skills and team building within the classes, as these skills are so significant for their future role. Access to hospitality organisations will be encouraged through research, visiting speakers and visits to hospitality organisations and when possible visiting guest speakers.
MODULE OUTLINE
Week
Lecture
Ten
Introduction, course overview and assessment (s) launch, expectations
Eleven
Understanding the concept of value
Twelve
Introducing 3 P’s of Services marketing, Customer loyalty
CRM & Branding as Key Value Creation Strategies.
Thirteen
People, employees role in the service delivery
Fourteen
Physical Evidence and the Servicescape
Fifteen
Services Marketing Mix: Critical Encounters and Managing Processes
Student Presentations CW1
Sixteen
Delivering added value through Service Innovation and Technology
Seventeen
Student Formative Presentations
Eighteen
Managing Service Promises
Overview: Delivering Added Value, CW Report Submissions
Tutorials:
Tutorial work will be allocated on a weekly basis, and will utilise additional reading. You must be prepared to participate in tutorials and show evidence of additional research. You will often be required to prepare a short presentation for specific topics.
Attendance:
In line with the student participation contract, this contract will be considered as breached if the student has missed three sessions of the module without good cause, where one lecture or one tutorial constitutes a session. In this case, the student receives a verbal warning. A fourth session missed incurs a final warning letter. In the event of a fifth session missed, the student will be de-registered from the module in question. Registers will be taken for every session.
Assessment
ASSESMENTS:
CW1: 100% weighting – Assessing Learning Outcome 1
Students are required to investigate two distinct aspects of value creation concept, i.e. internal and external value. This formulates two parts of the CW, a Poster presentation and a report of 2500 words based on how an organisation can add value to its products and services. The presentation has a weighting of 30% and report constitutes 70% of the overall grade.
You are required to select a service organisation of your choice and critically analyse and discuss the application of value creation concepts (adding value) within that organisation. Application of relevant theory is a must. It must be borne in mind that the same organisation is to be selected for both parts of the assessment.
Poster Presentation (Weighting 30%)
The Poster presentation must focus exclusively on creation of Internal value and will take the form of role play. You are newly appointed HR Manager of the chosen organisation presenting to the board of directors. The objective is to convince the board to invest in internal value creation strategies, focused at employees. The presentation must clearly outline how the organisation stands to benefit from this investment into its people. The poster must serve as an advertising medium directed at employees of the organisation. It must convey to them measures being taken by the organisation to ‘add value’ to its internal customers (employees).
You are allowed to only use posters as visual means of communicating during the presentation. Text and pictures must be creatively used to communicate added internal value to the target audience. Please include references along with the presentation, a list of references must be provided at the back of the poster. The presentations will be followed by Question and Answer session.
Innovative ideas must be supported with theory and justification must be provided. Please remember that this is an academic piece of work, and hence theoretical underpinnings are a must.
The presentation must include the following elements:
Provide details about the organisation and which groups (of employees) are being targeted.
Identify the internal value organisation seeks to create.
Define present measures by the chosen organisation, aimed at creating internal value.
Recommend creative measures to create further internal value
Demonstrate that you have made informed choices based on theoretical models.
Your presentation will be no more than 10 minutes and will take place in Week 15.
Individual Report (weighting 70%)
Choose a case-study organisation in the service industry to critically analyse and discuss, using the relevant theories, the application of external value creation concepts (adding value) within that organisation. You are encouraged to use your creativity and innovation to add value to create differentiation in the highly competitive service industry. Critique the added value with the use of sound arguments.
Submission Date: Only one electronic copy of the report must be submitted to Turnitin through Moodle. If a report is handed in after the deadline, the report will still be graded if handed in within a week, but the maximum grade of the report will be a D-, even if the quality of work would be worth more.
Please note that if students fail to submit the report within one week after the deadline, no resubmissions will be permitted. Please refer to academic regulations of University of Derby at http://www.derby.ac.uk/cfq/quality-enhancement/academic-regulations-3rs
Please save your file as 112_CW1_DAV_Report_Your Name.doc
Report Guidelines
On the basis of the above information, write a report of 2500 words (approximately), which provides an in-depth consideration of specific elements of your identified case study organisation in how they deliver added value and how this is beneficial to the customer/guest. Critique the value added by discussing both the benefits and drawbacks of the organisations value delivery (strategy).
It is important that you define what you wish to discuss, as this is potentially a broad topic for discussion and will require a certain degree of focus/clarity. When deciding which issue to discuss the submission of the outline is useful and also discussion with your tutor.
Critically analyse the theoretical material you are using. You need to analyse central concepts that have been discussed in the course but you need to go beyond explaining just the basic details.
Give a critical argument. You need to be both critical within your argument and also critical in your use of theoretical material. At this stage you also need to show that you are aware of the strengths and weaknesses of the theoretical material. Some notions explain some aspects of a phenomenon but not others. Some theories have weak links in their rationale or are conditional on the acceptance of certain key concepts. You need to demonstrate that you are aware of these strengths and weaknesses of the theories both generally and when applied to the issue that you have chosen. As this is considering value creating of adding value to consumers you can also be creative and explain your ideas on how to add value. However, base these ideas on sound arguments, not just on a hunch.
Draw a conclusion. This does not mean that you have to agree or disagree wholesale but summarise your main points and conclude your arguments in some way. Consider recommendations on how the organisations might be able to add value. In this part of the report, you can be creative as well with the recommendations but make sure that they are realistic and based on material discussed in the main body.
You should draw on wider industry examples to support your arguments throughout the entire report, and remember BE CRITICAL.
These are some of the most common verbs used in reporting:
Outlines, describes, highlights, defines, believes, asserts, argues, discusses, contends, puts forward, suggests, agrees, admits, recognizes, considers, applies, analyses, offers, states.
Ignores, refutes, neglects, rejects, denies
Format:
All reports should be typed using 12p text, 1.5 line spacing and Arial/Times.
All reports should be spell checked.
All reports should follow the general structure of cover page, acknowledgements (if any), introduction, main body, analysis, conclusion/recommendations, although this can be named differently. Focus and structure should be given with effective use of headings and subheadings.
All sources must be referenced using the Harvard Referencing System.
A full reference list of all sources must be included at the end of the report.
Individual assignments are what the title suggests – your own, individual pieces of work. Copying all or part of another person’s work is not permitted. If there is considerable likeness between assignments the following actions may be taken:
You may be asked to resubmit your piece of work. The maximum mark attainable will be D- for that piece of work.
In serious cases, you may be regarded, as not having submitted the piece of coursework and a mark of 0 will be entered for the relevant item
Formative Presentation Outline Details
Students are required to make formative presentations in Week 17 during lecture and tutorial time. This brief presentation should highlight the following aspects of your report due Week 18:
Overview/introduction; what you intend to write about;
Justification/Main Body; provide enough clarity in your explanation of what you intend to include within your assessment
Literature; indicate the main theoretical concepts to be included in the assignment, this will indicate the issues that you are examining, and mention the key literature that you will be using; evidence of reading and research must be demonstrated at this stage; and
Show how these concepts will be applied as appropriate to the assignment focus; indicate here the examples you will use to help support your research.
The formative presentations will be followed by feedback on case-by-case basis, detailing suggested improvements in the work. This exercise has been designed to provide students with additional support in understanding the requirements of the assignment
NB: if for any reason you are unable to meet the deadlines set, please obtain an Extenuating Circumstance Form and hand this in completed with your late assignment along with any evidence as appropriate. Assignments will not be accepted after the above deadline without extenuating circumstances. See ‘3Rs’ for details.
Personal Development Planning (PDP):
Whilst studying you will have many opportunities to expand your academic, professional and personal horizons. Taking stock of your position and setting goals in all areas of your life is a crucial step. However, in order to maximise your potential you must be clear about how you can transfer the skills and knowledge you have acquired into other situations. You must learn to articulate your unique skills and abilities.
The online guide to Personal Development Planning available on UDo is designed to help you do just that and to look strategically at where you are and where you want to be. Please make it part of your study plan to monitor your progress with the aid of this tool. This will be of particular benefit to you when you are pursuing career opportunities and are able to express articulately to potential employers what skills and abilities you can bring to the position in question.
Moodle:
Moodle will be used actively this semester to support the unit leaning outcomes. The site will serve as a resource base as well as a discussion forum. The module leader encourages active presence on Moodle.
Plagiarism:
Failure to fully reference all your sources could be construed by the marker/tutor as intentional and therefore as plagiarism.
Plagiarism is a serious academic offence. It arises when a student is suspected of presenting work undertaken by other people as if it were their own.
A student is liable to be found guilty of plagiarism if any work presented for individual assessment is found to contain the unacknowledged work of some other person or persons. If this involves deliberate misrepresentation of material as the student’s own in an attempt to deceive the examiners then the offence is very grave indeed.
All sources should be cited and all quotations from the works of other authors clearly identified as such. If a student’s work is found to contain verbatim (or near verbatim) quotation from the work of other authors (including other students past or present) without clear acknowledgement, then plagiarism has been committed whether or not the student intended to deceive the examiners.
This rule also applies to the fraudulent provision of work by anyone for use by a student as his/her own. Please do not leave anything to chance. SHMS-UC has strict rules regarding plagiarism and has specialist electronic surveillance equipment to deter if the work is plagiarised. Please refer to the 3R’s at http://www.derby.ac.uk/qed/3Rs/collaborative.htm
The following links also maybe of some assistance for referencing and plagiarism information as PLATO is a modular and interactive programme so you can choose how you work through the programme;
http://www.derby.ac.uk/plato
Turnitin:
Turnitin will be used this semester for the written assignments. Students who wish to upload practice copies and assess their level of matches may see Turnitin as a valuable resource. High matches between a student’s work and other sources will be detected by Turnitin and may indicate that referencing and paraphrasing skills need to be demonstrated more actively in the work.
Reading List (by no means definitive or exhaustive)
The list below is by no means exhaustive and you will be expected to use journals both in the Learning Centre and electronically. There is also a wealth of information available on the Internet, but please use this wisely and selectively. Remember that this area of research covers many different subject areas so look beyond tourism, hospitality and events literature and try to assess the applicability of the wider literature.
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